The document discusses various schemes and programmes related to agricultural marketing in India. It outlines key central government schemes like the Integrated Scheme for Agricultural Marketing (ISAM) which aims to promote agricultural infrastructure and market access for farmers. Other schemes discussed include Rural Godown Schemes for storage, the Marketing Research and Information Network for disseminating market data, and initiatives by the Directorate of Marketing and Inspection and Agricultural Marketing Adviser to integrate agricultural development and marketing across India. The document also provides details on agricultural marketing agencies, grading standards, and the objectives and components of central government schemes.

1. Agriculture Marketing: Schemes
and Programmes in India
Presented by: Nishu Kanwar Bhati
Research Scholar, Ph.D

2. • Agricultural marketing covers the services
involved in moving an agricultural product
from the farm to the consumer.
• Numerous interconnected activities are
involved in doing this, such as planning
production, growing and harvesting, grading,
packing, transport, storage, agro- and food
processing, distribution, advertising and sale

3. Agriculture Marketing
“the acts of buying supplies, renting equipment,
(and) paying labor", arguing that marketing is
everything a business does.

4. Agricultural Marketing in India
• India is an agricultural country and one third
population depends on the agricultural sector
directly or indirectly.
• Agriculture remains as the main stray of the
Indian economy since times immemorial.
• Indian agriculture contribution to the national
gross domestic product (GDP) is about 25 per
cent.

5. Assembling
Preparation
for
consumption
Distribution

6. Agencies
Commission of
Agricultural Costs
and Prices
Food
Corporation
of India,
Cotton
Corporation of
India,
Agricultural
Produce
(grading and
marketing)
Act of 1937

7. Central Schemes
• Integrated Scheme for Agricultural
Marketing(ISAM)
• Rural Godown Schemes(RGS)/Grammin
Bhandaran Yojana(GBY)
• Strengthening / Developement of
Agricultural Marketing Infrastructure,
Grading & Standardisation(AMIGS)
• National Agricultural Market Atlas

8. Programme
• Grading And Standardisation of Agricultural
and Allied Produce

9. Integrated Scheme for Agricultural
Marketing(ISAM)
• The need for providing farmers with access to
competitive markets with adequate
infrastructure including cold chain logistics, to
enable them to realize better prices on the
one hand and providing nutritious food to
consumers at stable and affordable prices on
the other led to this scheme

10. Five sub schemes:
• Agricultural Marketing Infrastructure (AMI) [the existing schemes of
Grameen Bhandaran Yojana (GBY) and Development/Strengthening of
Agricultural Marketing Infrastructure, Grading and Standardization
(AMIGS) will be merged as AMI]
• Marketing Research and Information Network (MRIN)
• Strengthening of Agmark Grading Facilities (SAGF),
• Agribusiness Development (ABD) through Venture Capital Assistance
(VCA) and Project Development Facility (PDF) and
• Choudhary Charan Singh National Institute of Agriculture Marketing
(NIAM).

11. Objectives
• To promote creation of agricultural marketing infrastructure by
providing backend subsidy support to State, cooperative and private
sector investments.
• To promote creation of scientific storage capacity and to promote
pledge financing to increase farmers’ income.
• To promote Integrated Value Chains (confined up to the stage of
primary processing only) to provide vertical integration of farmers
with primary processors.
• To use ICT as a vehicle of extension to sensitize and orient farmers
to respond to new challenges in agricultural marketing.
• To establish a nation-wide information network system for speedy
collection and dissemination of market information and data on
arrivals and prices for its efficient and timely utilization by farmers
and other stake holders.

12. • To support framing of grade standards and quality certification of
agricultural commodities to help farmers get better and
remunerative prices for their graded produce.
• To catalyze private investment in setting up of agribusiness projects
and thereby provide assured market to producers and strengthen
backward linkages of agribusiness projects with producers and their
groups.
• To undertake and promote training, research, education, extension
and consultancy in the agri marketing sector.

13. • The Marketing Division in the Department of
Agriculture is the overall incharge of policy formulation
for the agricultural marketing sector
• An Empowered Committee constituted under the
chairmanship of Additional Secretary (DAC) and
comprising of Joint Secretary (Marketing)/Agricultural
Marketing Adviser, Director (Marketing), Joint
Agricultural Marketing Adviser and Director/Deputy
Secretary (Finance), IFD, DAC will resolve difficulties
and smaller case to case specific decisions on
implementation issues.

14. Agricultural Marketing Infrastructure (AMI) [the existing schemes of
Grameen Bhandaran Yojana (GBY) and Development/Strengthening of
Agricultural Marketing Infrastructure, Grading and Standardization (AMIGS)
will be merged as AMI
• To develop agricultural marketing infrastructure for effectively
managing marketable surplus of agriculture including horticulture
and of allied sectors including dairy, poultry, fishery, livestock and
minor forest produce.
• To promote innovative and latest technologies in agricultural
marketing infrastructure.
• To promote competitive alternative agricultural marketing
infrastructure by encouraging private and cooperative sector
investments.
• To promote direct marketing so as to increase market efficiency
through reduction in intermediaries and handling channels thus
enhancing farmers’ income.
• To promote creation of scientific storage capacity for storing farm
produce, processed farm produce and agricultural inputs etc. to
reduce post-harvest and handling losses.

15. • To provide infrastructure facilities for grading, standardization and
quality certification of agricultural produce with the objective of
(a) ensuring a price to the farmers commensurate with the quality of
the produce and
(b) promoting pledge financing and marketing credit, negotiable
warehousing receipt system and promotion of forward and future
markets to increase farmers’ income
• To promote Integrated Value Chains (confined up to primary
processing stage only) to provide vertical integration of farmers
with primary processors. Primary processing means adding value to
the produce without change in its form and may include washing,
sorting, cleaning, grading, waxing, ripening, packaging, labelling etc.
• To create general awareness and provide training to farmers,
entrepreneurs, market functionaries and other stakeholders on
various aspects of agricultural marketing including grading,
standardization and quality certification.

16. Eligible Beneficiaries Assistance under the sub scheme will be
available to:
• Individuals, Group of farmers/growers, Registered Farmer
Producer Organisations (FPOs).
• Partnership/Proprietary firms, Companies, Corporations.
• Non-Government Organizations (NGOs), Self Help Groups
(SHGs).
• Cooperatives, Cooperative Marketing Federations.
• Autonomous Bodies of the Government, Local Bodies
(excluding Municipal Corporations for storage
infrastructure projects), Panchayats.
• State agencies including State Government Departments
and autonomous organization/State owned corporations
such as Agricultural Produce Market Committees &
Marketing Boards, State Warehousing Corporations, State
Civil Supplies Corporations etc.

17. (Marketing Research and Information
Network (MRIN)
• Ministry of Agriculture had launched the ICT based Central Sector
Scheme of Agricultural Marketing Information Network
(AGMARKNET), in March, 2000, to link important agricultural
produce markets spread all over the country and the State
Agriculture Marketing Boards and Directorates.
• The project is being executed with the technical support of National
Informatics Centre (NIC). A total number of 3,549 computers were
provided under the scheme to 3,241 agricultural produce markets
up to March, 2013.
• Computers were also provided to State Agricultural Marketing
Boards/Directorates, etc. An application software package
'AGMARK', has been developed to facilitate organization and
transmission of market data from the markets.

18. Objectives
• To establish a nation-wide information network for speedy collection and
dissemination of market information and data for its efficient and timely
utilization.
• To facilitate collection and dissemination of information related to better price
realization and market access by the farmers. This would cover:
i. Market related information such as market fee, market charges, costs, method of
sale, payment, weighment, handling, market functionaries, development
programmes, market laws, dispute settlement mechanism, composition of market
committees, income and expenditure, etc.
ii. Price-related information such as minimum, maximum and modal prices of
varieties and qualities transacted, total arrivals and dispatches with destination,
marketing costs and margins, etc.
iii. Infrastructure related information comprising facilities and services available to
the farmers with regard to storage and warehousing, cold storage, direct markets,
grading, re-handling and repacking etc.
iv. Market requirement related information covering accepted standards and grades,
labeling, sanitary and phyto-sanitary requirements, pledge finance, marketing
credit and new opportunities available in respect of better marketing.

19. • To sensitize and orient farmers to respond to new challenges in agricultural
marketing by using ICT as a vehicle of extension.
• To improve efficiency in agricultural marketing through regular training and
extension for reaching region-specific farmers in their own language.
•
• To provide assistance for marketing research to generate marketing information
for its dissemination to farmers and other marketing functionaries at grass-root
level to create an ambience of good marketing practices in the country.
• The information relating to the schemes in respect of agricultural marketing
implemented by Government Departments and central agencies viz. Commerce,
Food and Public Distribution, Consumer Affairs, Health and CCI, JCI, NCDC,
NAFED, NTGF, TRIFED, NCCF, NDDB, NHB, APEDA, MPEDA will also be
disseminated in user friendly manner. Once the farm produce is standardized and
labelled, backed by quality certification, it can be directly offered for sale on Spot
Exchange websites in national and international markets.

20. Strengthening of Agmark Grading
Facilities
OBJECTIVES
• The main objectives of the sub scheme are:
• To help farmers get better and remunerative prices by
grading of their produce.
• To frame grade standards of agricultural commodities as
per the provisions in Agricultural Produce (Grading and
Marking) Act,1937.
• To implement AGMARK certification programme for
commodities for which grade standards are notified for
domestic trade and for exports.
• To analyse research samples for creating analytical data
base for the framing/ revision of grade standards of
agricultural commodities.

21. Agribusiness Development (ABD) through Venture
Capital Assistance (VCA) and Project Development
Facility (PDF)
• Assist agripreneurs to make
investments in setting up
agribusiness projects through
financial participation, and
• Provide financial support for
preparation of bankable Detailed
Project Reports (DPRs) through
Project Development Facility (PDF).

22. Objectives
The main objectives of the sub scheme are:
• a. To facilitate setting up of agribusiness ventures in close association with all
Financial Institutions notified by the Reserve Bank of India where the ownership
of the Central/State Government is more than 50% such as Nationalized banks,
SBI & its subsidiaries, IDBI, SIDBI, NABARD, NCDC, NEDFi, Exim Bank, RRBs &
State Financial Corporations.
• b. To catalyze private investment in setting up of agribusiness projects and thereby
providing assured market to producers for increasing rural income &
employment.
• c. To strengthen backward linkages of agribusiness projects with producers.
• d. To assist farmers, producer groups, and agriculture graduates to enhance their
participation in value chain through Project Development Facility.
• e. To arrange training and visits, etc. of agripreneurs in setting up identified
agribusiness projects.
• f. To augment and strengthen existing set up of State and Central SFAC.

23. • Eligible
 Individuals; Farmers; Producer Groups;
Partnership/Proprietary Firms;
 Self Help Groups; Companies;
 Agripreneurs; agri-export zones, and Agriculture
graduates Individually or in groups for setting up
agribusiness projects.
 For professional management and accountability the
groups have to preferably form into companies or
producer companies under the relevant Act.

24. Choudhary Charan Singh National
Institute of Agriculture Marketing (NIAM).
OBJECTIVES OF THE SUBSCHEME
• To undertake and promote the study of applied and operational research in
problem areas of agricultural marketing and to act as a national level nodal point
for coordination of various research studies and dissemination of technologies
relevant to agricultural marketing in the country.
• To impart training to various levels of personnel of organizations involved in
agricultural marketing activities such as State Agricultural Marketing Boards
(SAMB), State Development Departments like Agriculture, Horticulture, Animal
Husbandry, Fisheries, Forestry, Sericulture, State Agricultural Universities, Co-
operative Marketing Societies, Commodity Boards, Input Agencies and Progressive
Farmers, Entrepreneurs, etc. To help them develop bankable projects for creation
of market infrastructure and integrated value chains.
• To conduct research on long-term projects, policy formulations; prepare status
paper on leading issues; case studies in specific marketing problems, processing
industries, export management, etc. which have a direct bearing on the national
economy.

25. • To offer consultancy services to State and Central Departments, public-sector
undertakings, co-operatives, etc. in the formulation of projects and prepare
Master Plans for States, Export Institutions, Traders and Farmers.
• To develop promising human resources by providing long-term structured
courses in agricultural marketing through Diploma/Degree courses.
• To help State Government to generate self-employment for educated youth by
exploiting local potential resources.
• To facilitate Government to formulate policies on emerging issues in agricultural
marketing.
• To cover a wide information network in the country in agricultural marketing to
evolve efficient, innovative and competitive marketing processes.
• To develop as a ‘Centre of Excellence’ in the field of agricultural marketing by
establishing adequate liaison with international organizations.

26. Rural Godown Schemes(RGS)/Grammin
Bhandaran Yojana(GBY)
• The scheme was started from 1st April 2001
• The scheme of Rural Godowns has been
formulated for creation of scientific storage
capacity with allied facilities in rural areas by
encouraging private and cooperative sector to
invest in the creation of storage infrastructure
in the country.

27. Objectives of the scheme include:
• Creation of scientific storage capacity with allied facilities in rural
areas to meet the requirements of farmers for storing farm
produce, processed farm produce and agricultural inputs;
• Promotion of grading, standardization and quality control of
agricultural produce to improve their marketability;
• Prevention of distress sale immediately after harvest by providing
the facility of pledge financing and marketing credit;
• Strengthen agricultural marketing infrastructure in the country by
paving the way for the introduction of a national system of
warehouse receipts in respect of agricultural commodities stored in
such Godowns and
• To reverse the declining trend of investment in agriculture sector by
encouraging private and cooperative sectors to invest in the
creation of storage infrastructure in the country.

28. National Agricultural Market Atlas
• AGMARKNET is a NICNET based Agricultural
Marketing Information System Network
sponsored by Directorate of Marketing and
Inspection (DMI) [of the Department of
Agriculture & cooperation, Ministry of
Agriculture, GoI] and is implemented by NIC.
The project is aimed at networking all the
APMC’s /Mandi’s, State Agricultural marketing
Boards / Directorates and DMI regional offices
located throughout the country, for effective
information dissemination

29. Directorate of Marketing and Inspection (DMI)
The Directorate of marketing and inspection implements the
agricultural marketing programmes of the Union Government
under the supervision and control of Union Ministry of Agriculture.
• It aims at bringing integrated development of marketing of
agricultural and allied produce in the country.
• It is headed by Agricultural Marketing Adviser to the Government of
India(AMA). It maintains a close liaison between Central and State
Governments through its Branch Head office at Nagpur, 11 Regional
Offices and 37 sub-offices spread all over the country. It has a
network of 22 Regional Agmark Laboratories with Central Agmark
Laboratory at Nagpur as apex laboratory.

30. Grading And Standardisation of
Agricultural and Allied Produce
Commodity Coverage : 213 Number.
Quality Grading and Certification for :
Export
Domestic Trade
Farm Level Grading :
Grading at Producer's Level.
Quality Certification Mark : AGMARK
Acts as : Third Party Guarantee to Quality Certified.
Legal Backup : Agricultural Produce(Grading and Marking ) Act,
1937 as ammended in 1986.